“Enjoy Illinois” is the new travel and tourism campaign for the Land of Lincoln. The two words (Enjoy Illinois) rhyme, are easy to recall and suggest good times ahead.
I also like the positioning line used in the campaign, “Welcome to the middle of everything.” For the state of Illinois, it’s the perfect tagline. The state is a bit east of center geographically speaking, but when it comes to attractions that tourists want to experience, Illinois is in the bullseye.
The new commercials feature Hollywood actress and Illinois native Jane Lynch, both on-camera and behind the camera as the campaign’s director. Lynch has starred in dozens of films, including the cult classic and my favorite, Best in Show.
The spots were conceived and created by Chicago ad agency, OKRP, and produced by STORY for the Illinois Department of Tourism.